Finding new methods to reach donors

Solution

The primary goal of this campaign was to increase response rate and average gift while also decreasing the cost to acquire a new donor. Our food bank and rescue mission clients had seen huge successes with ticket packages, so we developed a test for Humane Society of Tampa Bay and Humane Society of Broward County in November 2020 to see if this package was a fit for the animal welfare market.

The package offered prospective donors a way to get involved through the ticket, providing care for an animal and supporting our call to action. For maximum impact, we sent it as the shelters were gearing up for the holiday and year-end giving season. In addition, we sent a follow-up appeal to the multibuyers included in the previous mailing, reminding the prospective donor to give.

Results

The ticket strategy was a huge success! The initial drop had a 48% increase in response rate and a 10% increase in average gift compared to the traditional holiday acquisition package we had sent in years past. The cost to acquire was $25.02 less.

The follow-up drop sent to multibuyers had a 22% increase in response rate and cost $6.91 less to acquire than the traditional holiday acquisition package.

By taking our learnings across verticals and testing them for a new audience, we were able to help our animal welfare clients identify additional methods for reaching their donors.